Alliance Tech - Rfid Measuring Booth Behavior

Exhibitors and Attendees in Their  Natural Habitat: Tools and Metrics for Analyzing Showsite  Behavior to Improve Your Show Roger Lewis ‐ Panelist

Introduction to Tradeshow  Booth Analysis • Importance of Metrics in a troubled economy

• Tradeshow Analytics •

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• Improving ROI

2/3 of CMO’s state events are vital Key Challenge:  “Difficult to quantify and measure”

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Leads are key tradeshow metrics

Why should you analyze  showsite attendee behavior? Benefits • Number 1 indicator of buying intent • Uncover qualified leads  • Measure interest level by product area • Increase both ROI and Revenue

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Tools to understand attendee  behavior in a booth? • Human Observation • Video Capture

• RFID

Introduction to RFID

What is RFID?

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How do we implement?

RFID = Radio Frequency  Identification

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Technology has been in  use since WWII and is  used in Toll Tags

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An RFID tag on the  badge Readers & Antennas are  setup at designated  areas around the booth

Types • Spectrum  902 ... 928 MHz Long Range (10‐500 ft)  13.6 MHz Close proximity (6 inches)  

• Active vs. Passive  Passive – Accurate / inexpensive / shorter range (up to 50 ft)  Active – Accurate / expensive / long range (up to 500ft) 

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Benefits

Exhibitors & Attendees in  their Natural Habitat

Capture visits & duration to  understand attendee interests  

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Measure interest level by product area

Where is the executive with budget looking for a solution? • •

Know your audience Increasing Revenue Potential

Targeted Messaging • •

Know your audience Increasing Revenue Potential

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Increasing Revenue with Revenue Predictability Score Lead Prioritization scoring which is calculated based upon attendee role, preferences, behavior, and lead qualification Lead Priority Company

Last

First

Title

RPS

1

Houston Medical Center

Anderson

Kim

COO

95.2%

1 2

University of Minnesota General Motors

Black Davis

Shaun Will

CIO VP, Purchasing

94.6% 87.3%

2

Memorial Hospital

Edwards

Sandy

Purchasing Director

81.4%

3

SAP

Jones

Peter

Purchasing Director

74.8%

i‐Quadrant

Recap • #1 indicator of purchase intent  is behavior • Technologies such as RFID are being  readily adopted because of their ROI • It is all about Metrics, ROI, and increasing Revenue

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